Both tasty and healthy？Conveying healthiness and tastiness for vice food utilizing packaging design

Abstract

This study explores the role of packaging design elements in shaping consumer perceptions and purchase intentions within the vice food category in order to facilitate healthier vice food choice. A 2 × 2 between-subject experiment was designed and conducted to test the hypotheses among Dutch consumers based on two product categories: chocolate cookies and yogurt dessert. The findings reveal that visual elements have a more substantial impact on consumer perceptions, particularly in the context of tastiness, highlighting their importance in vice food packaging. More specifically, visual cues that convey tastiness compared to healthiness are proved to be more effective in promoting higehr purchase intention. This study failed in confirm the hypothesis regarding the interplay between visual and textual elements but offers some insights for future research to build upon. Additionally, the study identifies aesthetic attractiveness as a significant driver of purchase intention, suggesting that consumers are more likely to be drawn to visually appealing packaging in vice food contexts. The research also explores the moderating role of General Health Interest (GHI), demonstrating that health-conscious consumers respond differently to packaging cues, even in indulgent product categories. These insights offer valuable implications for marketers and designers aiming to create effective packaging strategies in the vice food sector.